Unlocking ROI: Our Data-Driven Approach
For any role in an organisation, there are measures of success and that’s no different when it comes to an agency-client partnership - data has to be at the forefront. In a recent post , we briefly touched on our practice of measuring ROI. Let’s delve a little deeper into how we use data to deliver results and foster long-term relationships with our clients.
Diving into quantitative and qualitative data
We analyse data in a few different ways. We look at quantitative data to assess current customer trends and behaviours. Using third party tools such as Google Analytics, we unlock insights into key areas such as Average Order Value (AOV), add-to-cart activities and conversion rates. We also analyse the shopping funnel to gain a general understanding of user habits, identify pain points in the current customer journey and measure the impact of all new initiatives and features.
Our analysis of qualitative data focuses on the user experience. Here, we validate the user experience (UX) through focus groups and user testing. With tools such as Microsoft Clarity and Hotjar, we analyse user behaviour, heat maps and click maps to detect any issues or roadblocks that customers might be experiencing.
Understanding the lifecycle of an initiative
For every project initiative, we work with our clients to define any outcome-focused objectives and KPIs. Part of this process involves rigorous, data-informed and customer-centric validation to ensure we’re building an effective solution in the optimal way. This includes:
Industry benchmarking: a comprehensive view of how your UX and offering compare to market competitors
Client workshops: conducting exploration exercises like customer journey mapping and jobs to be done, to explore what outcomes we are hoping to deliver upon
Success measures: establishing project acceptance criteria and prioritising tasks
Testing: A/B testing using audience segmentation to establish the most effective UX
After the launch of a new initiative, we carry out a post-launch analysis. This involves a detailed report to show you the direct impact we’ve made to your business (more on that next).
Reporting Return on Investment (ROI)
We hold regular reviews with clients, particularly when it comes to determining whether a project is commercially viable. We’ve also built solid business cases for many of our clients to help secure buy-in for projects of various scales, from platform migrations and entire site rebuilds to new check-out integrations and subscription tools.
Through thorough testing, we track every change we make, big or small, to measure what the business impact is. Using split testing, we can compare how users react to different page designs and varying text copy. A/B tests then show us what additional tweaks to design produce the highest conversion rate. Being able to show your ROI is a critical part of our practice, and our approach to data and testing means that we can really back the ROI calculations that we do.
Critical data analysis and user testing help us create a digital experience that fulfils your business needs and goals. Using this approach, we’ve helped clients like cosmetics brand, Wild, grow their annual revenue by £4M and re-usable bottle brand, Chilly’s, drive +18% increase in conversion YOY.